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Writer's pictureCarl Ribaudo

Town of Vail, Approves Tourism Organization Transition

Updated: Nov 7


The Town of Vail, Colorado, Approves Tourism Organization Transition


—Vail, Colorado, renowned for its world-class skiing, outdoor recreation, shopping, and accommodations, has approved a tourism department transition and developed a new organizational structure for its Destination Marketing Organization (DMO), Discover Vail. This initiative aims to achieve greater alignment with the town's goals and enhance the DMO's capacity to meet the evolving needs of the tourism industry and the local community.

Historically known as a premier skiing destination, Vail has diversified its attractions to appeal to visitors throughout the year. This strategic expansion has underscored the importance of Discover Vail, the town's DMO, whose role and responsibilities have grown significantly. As the tourism landscape becomes increasingly competitive and the responsibilities of DMOs evolve, Discover Vail faces new challenges and opportunities.


“Discover Vail has been at the heart of our community’s tourism efforts, but as the industry changes, so must we,” said Mia Vlaar, Economic Development Director and Executive Director of Discover Vail. “Partnering with SMG Consulting will help us create a structure that is both innovative and responsive to our current and future needs.”


Discover Vail operates uniquely within the town's Economic Development Department, unlike most DMOs, which are independent of local government. With an annual budget of $9 million, funded by the bed tax and the general fund, Discover Vail supports a wide range of marketing efforts, group sales, airline partnerships through the Vail Valley Partnership, and initiatives led by the Vail Chamber and Business Association. A small but dedicated team, including the Economic Development Director, marketing personnel, special events coordinators, and visitor information staff, manages these extensive responsibilities.


The organizational structure transition developed by SMG Consulting addressed several key goals:

1. Identify the Most Effective Structure: Ensure that Discover Vail can thrive in an increasingly competitive tourism market.

2. Maximize Strategic Efforts: Enhance the efficiency and impact of Discover Vail’s marketing and promotional activities.

3. Incorporate Community Needs: Better integrate community interests and environmental stewardship into Discover Vail’s initiatives.


“With the industry’s rapid evolution, the Town of Vail and Discover Vail must continue to adapt to be as competitive as possible,” said Carl Ribaudo, President and Chief Strategist for SMG consulting


For more information, please get in touch with Carl Ribaudo at carl@smgonline.net


About Vail, Colorado:

Vail is a premier destination offering unparalleled skiing, outdoor recreation, shopping, and accommodations. Known for its stunning landscapes and vibrant community, Vail attracts year-round visitors from around the globe.


About Discover Vail:

Discover Vail is the Destination Marketing Organization for Vail, Colorado, operating within the town's Economic Development Department. Its mission is to promote Vail as a world-class destination while balancing the community's and the environment's needs.


About SMG Consulting: www.smgonline.net

SMG Consulting is a leading firm specializing in strategic planning and organizational development for the tourism industry. With a track record of success, SMG Consulting helps destinations and organizations optimize their operations and achieve their goals.


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